These world-renowned designers have a message

When preparing research about the future of retail I came accross this video and article about PepsiCo’s First Chief Design Officer, Mauro Porcini. Like how he implements his learning of Design Thinking into marketing business.Watch more insights on what designers see as their role in business
Ref: Fortune

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Hope you all enjoyed the holidays.

As founder of Trndmrkr, I would like to wish you a happy new year!  For Trndmrkr 2017 has been a wonderful year and it was a pleasure working together with talented people on several communities, (trend)research projects, presentations and workshops!

As my way to say thank you, here is a short overview of 5 big trend areas that will be(re)defining customer needs in 2018. And if you are interested to learn more, please let me know.

Looking forward to make 2018 even better with you!


Protein Youth Report 2017 @ ADE

Screen Shot 2017-10-17 at 16.48.28 If you are visiting the Amsterdam Dance Event this year, be sure to drop by the presentation of the youth report 2017 of the lovely people of Protein as well.

I had a chance to read the report. Especially the driver ‘Fake is the New Craft’ I believe captures young behaviour in our fast moving digital society very well. Progressive culture has been commoditized, and youths globally are drawing on their DIY mentality to differentiate themselves and reinstate their relevance, they’re modifying and using brands as platforms to exhibit creativity.

In one of my client reports ( which I unfortunately  cannot share) I mention a similar driver, the COPY MATCH movement; referring to young Gen z’s as Brand Bandits that seek creativity through copy paste their own identity and are not affraid to state their beliefs or abide by copy right rules (and rather apply the ideas of the Copyleft movement).

For more info on the Protein event click here


Reinventing the World of Banking

The world of banking is rapidly changing.

Trndmrkr has been working on some projects that create future scenarios and research customer experience.
If you want to know more on financial institutions are adapting to future needs, be sure to contact us at

And we will be sharing some more inspirations in the weeks to come …


Case Licht Verdicht: a study on the future of living in the city of Rotterdam


Living in the heart of the city, in the middle of the urban vibe, is becoming popular.
As a result, means that cities like Rotterdam are facing a challenging task to ‘top-up’ excisting buildings to provide for extra horizontal space.
In the study “Licht Verdicht”, moderated by the ‘Branchevereniging Nederlandse Architectenbureaus'(BNA), seven multidisciplinary design teams looked at how to literally bring Rotterdam’s city center to a greater extent.

For the project “Lumiere Lijnbaan”, Trndmrkr (Hortense Koster) worked together with Adam Smit, Mijke Rood (ZZDP Architecten), Walter Spangenberg, Rudi Roijakkers (ABT), Edwin Santhagens and Stephen Tas (Santenco). Trndmrkr was responsible for a trend trend research on the future needs of users to live, work and shop in the project “Lumiere Lijnbaan”.

The results of the study are published in the book Licht Verdicht. The book shows how we can create new space on top of the old giants already standing. Renewal without demolition: it can – with some perseverance – lead to beautiful things. As Hans Ibelings writes in his view: Lightweight is a plea not to choose the path of least resistance and, where possible, to build on what is already.
The Book Licht Verdicht and is available in Dutch on the site of the BNA

lichtverdicht 3

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How we do it: Design Thinking as a Basis for Innovation

Design Thinking is a proven method to shape innovation creatively. Innovation is about new solutions, new ideas and their realization, and creating an unique value. That value is not so much the technology, product or service, but especially in the experience of the customer / user. They are experiencing value through the use of products and services to achieve their goals. Therefore defining what is value is increasingly a co-production between provider and customer. What role does a product of service have in this changing landscape? And how can an organization reinvent itself? Can a industry or department (e.g. marketing) also innovate itself? Design Thinking is one way to find an answer to these questions.

Below are the steps Trndmrkr uses to come to an answer.

Having a open-minded,active and creative mindset is indispensable.

Furthermore it is important to remember:

“Design Thinking is a process which includes the ‘building up’ of ideas
However, it is not a religion or a linear process. The steps can occur simultaneously and be repeated.
It’s all about understanding the story and finding the red line”.

For more information what Design Thinking tools can do for your challenge, contact Trndmrkr.

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Ford uses driving sensation to create baby crib

The endless sleepless nights of driving up and down the same road for hours trying to get your baby to fall asleep may be over. Ford España has come up with a brand-new concept that could completely transform the life of parents for new born babies. Designers and manufacturers have been working hard alongside each other to create the Ford Max Motor Dreams, a new kind of baby crib designed to recreate the sensations of a moving car to help babies sleep better and longer.

The crib has been designed as a comfortable, rectangular shaped bed, with a moving base that recreates the moving feeling of a car when the baby lies on it, and comes with a suppressed engine sound and even comes with built in LED lights that simulate street lights, making the baby really feel as if it’s in a moving car. It’s built in technology with the Ford S-Max makes so that it can accurately track your car’s sound and movement and reproduce it for the crib, creating a personal experience for both the parent and the baby. Now babies will sleep at home the same way they sleep in a car. Do you want one?

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Start with Why: it’s all about Purpose


The notion of companies having a meaningful purpose isn’t new for marketers but the need has never been greater. And “It’s just not about what you stand for, but what you are prepared to take a stand against” BBD COE Jason Foo explaines in his interview with Creativepool.

“You need to be brave and take sides in an argument. There are macro cultural forces and you need to decide where you stand if you want to really matter to your consumers”.

Foo noted that Starbucks’ reputation score got the second highest weekly rise on YouGov’s Brand Index of the biggest fast food and drink brands after the company took a stand against President Trump’s travel ban, announcing that it would hire 10,000 refugees over the next five years.

Another example is clothing brand SKINS which successfully disrupted through its brand purpose, “Fueling the True Spirit of Competition,” and fighting to give every athlete an equal chance to get to the starting line. He revealed how this has led to SKINS combatting corruption, racism and homophobia on and off the field of play.

“Be as pioneering in your purpose as you are in your technological disruption. Then you will create a business that people will not only notice, but truly love.”

Read the whole interview here

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